Some of the links are to articles or slides posted on Slideshare. You may find it easiest to read some of them if you first download these documents.
Scholarly articles that do not have online links provided below may be accessed free of charge through the UW Library e-reserves system at this e-reserves link. (You will need your UW ID login and password): http://eres.lib.washington.edu/eres/coursepage.aspx?cid=10027
Red Bold = Mandatory Reading
Class 1: Introduction, Overviews and Case Studies - No readings
* Social Business: Shifting out of First Gear, David Kiron, Doug Palmer, Ann Nguyen Phillips, Robert Berkman, MIT Sloan Management Review with Deloitte University Press (2013). * Blanchard: Part I, Chapters 2 & 4; Part IV, Chapter 15. * Social Business: What are companies really doing? Survey Research Report M.I.T. Sloan Management Review and Deloitte Consulting (2012).
Class 1: Introduction, Overviews and Case Studies - No readings
Class 2: Foundational Concepts
* Kietzmann, J. H., Hermkens, K., McCarthy, I. P., & Silvestre, B. S. (2011). Social Media? Get Serious! Understanding the functional building blocks of social media. Business Horizons, 54(3), 241-251.
* Aaker, Smith & Adler: Foreward, Preface, Introduction, The Dragonfly Body
* Blanchard: Part I, Chapter 1; Part II, Chapter 5.
* Boyd, D. M., & Ellison, N. B. (2007). Social Network Sites: Definition, History, and Scholarship. Journal of Computer-Mediated Communication, 13(1).
* We’re all connected: The power of the social media ecosystem. Richard Hanna, Andrew Rohm, Victoria L. Crittenden (2011) Business Horizons Volume 54, Issue 3, Pages 265–27
* Resistance is Futile, Christine Lagorio, Inc. Magazine, June – July 2013
Class 3: Social Business
* Social Business: Shifting out of First Gear, David Kiron, Doug Palmer, Ann Nguyen Phillips, Robert Berkman, MIT Sloan Management Review with Deloitte University Press (2013).
* Blanchard: Part I, Chapters 2 & 4; Part IV, Chapter 15.
* Social Business: What are companies really doing? Survey Research Report M.I.T. Sloan Management Review and Deloitte Consulting (2012).
Class 4: Planning Marketing Campaigns
* Annabi, H., Sean, T. M., Sarah, P., Paul, A., & Christopher, R. (2012). Guidelines to Align Communities of Practice with Business Objectives: An Application of Social Media. Paper presented at the 45th Hawaii International Conference on System Sciences, Maui, Hawaii.
* Aaker, Smith & Adler: Wing 1.
* Stanford Graduate School of Business: How to tell a Story
* Stanford d.School: Bootcamp Bootleg:
* Sverdlov, G. (2012). Global Social Technographics Update 2011: US And EU Mature, Emerging Markets Show Lots Of Activity. Forrester.
Class 5: Listening
* Jonah Berger and Eric M Schwarz (2011) What Drives immediate and ongoing word of Mouth?
* Priit Kalas (2012): Free Social Media Monitoring Tools
* Aaker, Smith & Adler: Wing 2.
* Ellison, N. B., Steinfield, C., & Lampe, C. (2011). Connection strategies: Social capital implications of Facebook-enabled communication practices. New Media and Society New Media and Society, 13(6), 873-892.
* The Uninvited Brand. Susan Fournier, Jill Avery (2011) Business Horizons 54, 193-207
Class 6: Engaging
* Lieb, R. (2012). Content: **The New Marketing Equation, Altimeter Group**.
* Aaker, Smith & Adler: Wing 3, Wing 4. Blanchard: Chapter 2.
* Hincliffe and Kim: Part Two.
* Jonah Berger and Katherine Milkman: What makes content go viral?
* How to inspire value-laden collaborative consumer-generated content, Albert M. Muniz Jr, Hope Jensen Schau. Business Horizons (2011) 54, 209-217
*Hunt, C. (2012). Blogging, a comprehensive beginner’s guide
* Kanter, B. (2011). Content Curation Primer. C. (2012)
* Social Media in Organizations (2012). Blogging, a comprehensive beginner’s guide
* Dugan, L. (2012). 7 ways to network more effectively on Twitter
Class 7: Analytics
* Research Report: **A Framework for Social Analytics** by S Ettlinger, Altimeter Group
* Blanchard Part IV
* Altimeter Group(2012): Guarding the Social Gates: The imperative for social media risk management.
* Lopez, J. (2011). Social Media SEO Checklist
* Kaushik, A. (2011). Best Social Media Metrics: Conversation, Amplification, Applause, Economic Value
* Dion Hinchcliffe: How Social Media and Big Data will Unleash What We Know.
Class 8: Risk
* Owyang, J. (2011). **Social Business Readiness: How Advanced Companies Prepare Internally.** Altimeter Group.
* Blanchard: Part III.
* Hyatt, J. (2010). The Ethics of Social Media – Part I: Adjusting to a 24/7 World. The Ethics of Social Media, Parts 1 and 2. Business Ethics.
* David Navetta (2011) The Legal Implications of Social Networking, Part One: The Basics
* David Navetta (2011) The Legal Implications of Social Networking: Part Two: Privacy
* Julie Brill (2011) Privacy Implications of Social Media
Class 9: Summary of Social Business and Individual presentations
* The social enterprise: Building a digitally driven business to gain competitive advantage. MIT Sloan Management Review, Spring 2012
* Case study podcast Comcast Must Die:
* Aaker, Smith & Adler: Onward and Upward
* Hinchcliffe and Kim: Part Three
* Burson-Marstellar (2012) Global Social Media Checklist 2012:
* Kalypso (2011): Social Product Innovation Study
* Forbes Insights (2012): Consumer Brand Engagement Study
* The Key to Social Media Success Within Organizations, Quy Huy and Andrew Shipilov, MIT Sloan Management Review, Fall 2012
Class 10: Individual Presentations